When Procter & Gamble (P&G) launched Pampers in China, its challenge was not to convince parents that they were superior to another brand of disposable diapers. Its challenge was to convince them they needed diapers. The cultural norm then was for babies to wear cloth diapers.

Initially, P&G did not understand the China market. It wrongly assumed that Chinese parents would buy its diapers if they were cheap enough. It took a while before P&G realized that softness is important to mothers in developing markets. It then revamped its diapers, making them softer with a less plastic feel, and increased the absorption capability. Each diaper was sold less than half of the cost of a Pampers diaper in the U.S.

In addition to the revamped version, P&G conducted two exhaustive studies involving 6,800 home visits and more than 1,000 babies in eight Chinese cities. Results revealed that compared to cloth diaper, babies who slept in Pampers disposable diapers fell asleep faster and slept longer. By this time, P&G understood that Chinese people were obsessed with academic achievement, P&G used this understanding to its advantage by linking how extra sleep improved cognitive development.

The scientific results were used to drive P&G's "Golden Sleep" campaign. It included mass carnivals and in-store campaigns in China's urban area. A viral campaign on the Pampers Chinese Webs site asked parents to upload pictures of their sleeping babies to reinforce the campaign message of a good sleep. The campaign also featured scientific findings such as "Baby Sleep with 50% Less Disruption" and "Baby Falls Asleep 30% Faster".

Today, Pampers is the top-selling diaper brand in China. Competition is heating up not just from global brand Huggies. Local brands such as Goodbaby are also posing stiff competition by offering lower prices. Further it is still a challenge convincing Chinese parents to make buying disposable diapers a habit.

1a) Analyze the attitudes of Chinese parents towards disposable diapers in terms of thetri-component attitude model.

1b) P&G wants to convince Chinese parents in third-tier smaller cities to make buying disposable diapers. Discuss how P&G can increase its message persuasiveness by using the four message structures.

1c) If you were the marketing manager of P&G and that you are trying to increase parents' participation in P&G's "Golden Sleep" campaign. Suggest two reinforcement schedules to achieve your objectiveand how can you apply it?

In the early 90s, Dyson was a new brand entering the vacuum machine category and quickly became a best-selling vacuum in the UK and worldwide. The British company makes super-high-quality products for a world where price isn't an option. The presence of a strong branding strategy certainly helped facilitate Dyson's quick ascension to the top. All brands have a personality and atone of voicethey use when connecting with customers, clients, and shareholders. The Dyson brand is no different in this regard. If you look at Dyson's marketing materials, emails, and even the company's Twitter page, you find a voice that's careful, clever, and innovative. Although Dyson has gone on to produce several other products besides the vacuums it originally became well known for, its advertising has always fallen within its unmistakable and well-crafted brand message.

Dyson recently moved into the beauty sector with the launch of its Supersonic hairdryer. The brand sells through electronics retailers and department stores as well as online, both in the UK and internationally. Dyson new releases also include an update to one of the company's better-known products - vacuum cleaner. The Cyclone V11 is an upgrade to last year's V10 cordless vacuum. Last year's model does a good job cleaning up on various surfaces even pet hair. The battery, on the other hand, is downright abysmal, which is something the V11 claims to fix. A good news is that Dyson is now launching an online marketing campaign - Dyson Annual Shopping Festival 2019 from 8 Nov - 17 Nov, consumers can save up to 43% on Dyson's product for a limited time.

2a) How can the principle of stimulus generalization be applied to Dyson for introducing Dyson Supersonic hairdryer?

2b) What level of JND does (1) Cyclone V11 vacuum clear and (2) Annual Shopping Festival 2019 represent? Explain your answer.

2c) If Dyson wish to update its existing brand logo, what level of JND would you suggest for the company? Explain your answer.

2d) If you were the marketing manager of Dyson, how can Dyson take advantage of stereotypes in consumer behavior and how can you apply it?